contemporary monkey

Ad publication with some (cryptic) text

Take comfort, common man and woman, in knowing that the world’s finest museums and galleries are thinking about the plural “you” and your struggles in appreciating art. Don’t get the wrong idea, it’s not that they’re interested in your opinion. If they wanted that, as the saying almost goes, they’d box it up in a happy meal and demand that you swallow it whole. Instead, they’d rather suffer uninterrupted arguments between each other on strategies to get John and Jane Q Public (that’s you) into their world of Art of the Now, also known as contemporary art. They see the writing on the wall, and it says museums and galleries are for the likes of Lord and Lady Thickbottom, with their moneyed mansions, vast networks of wealthy friends, and Job-like patience to brave out the insane ranting of the world’s maddest and most mis-understood artist. Said writing-upon-wall also say museums are definitely not for most taxpaying suckers like you. Don’t blame me, you’re the wall writer.

Meanwhile, over at the (pick your favourite) music festival, (pick your favourite) 3D cinema, (pick your favourite) restaurant, concert hall, reading club, jazz house, cable show, or whatever else consumes the time of contemporary man and woman, people are discovering culture elsewhere. The endless sea of once common pounds sterling and dollars from 2006 are getting sucked down the drain of debt and bill paying, and nobody is finding the stopper anytime soon. Seems the precious museum and gallery are last on the list of invitees to the new economy of hunker down and turn the lights off.

For it is in the Summer 2010 edition of the Great Big Fat Book of Art Gallery Ads, or as they prefer to be called, ArtForum, where the condition of the present day museum is put before several insiders. By several, I mean 27. They are nothing if not thorough, these ArtForum publishers, and if they don’t have an ad from every single New York, London, Paris, Amsterdam, Tokyo gallery in their pages, I’d be shocked and disappointed at the same time. Of course by insiders I do NOT mean those that walk “inside” a museum or public gallery, flummoxed by what the artist considers to be art, with absolutely no clue as to why he or she bothered to re-construct this considerably sized mass of metal in the first place. By insiders, I refer to those that are currently museum staff, museum architects, museum owners, museum suppliers (or if you prefer, artists), as well as those anchored just off the tropically perfect island of Museumland: auction houses, universities, and even an ArtForum publisher. It’s like asking the owners of vinyl record stores what their views are on the iPod.

Art insiders are keenly aware of the problem, with the solution being a complex cocktail that includes you: Mr. Average and Mrs. Medium. Contributors of the issue use words like, participation, democratization, interaction, even “polyphonic exchange” (that’s discussion to you and me). They get the new media; the twitter, the google, the facebook, with their coarse and vulgar “inclusive” environments; they just have difficulty doing anything about it. It’s not that they lack intelligence, social commitment, heaps of money, to get you to see it their way; they simply forgot to ask you. Your phone must have been off.

The breed of people who buy Art Forum, however, don’t usually include the rough and unwashed of the world, which fits them snugly into the vertical market of art and academia. You’d only read ArtForum if you were interested in art. Not necessarily the appreciating of it, but the running of it and ensuring its bolt-hold onto exclusivity. If you’re a commercial gallery owner, you’d “read” ArtForum to ensure your ad is well placed upfront, well ahead of your competitors’ ads who are covertly stealing your well-placed clients. Unfortunately, museums and galleries are usually held in the public trust, so it’s quite obvious someone is missing from ArtForum’s jabbering on the state of play, and that “missing someone” is you. You and your small minded, limited thinking, shrinking bank account, politically correct choices, bringer of screaming children into the public realm, BlackBerry habit of typing at the wrong place and wrong time, burden of a citizen. But thanks for the tax dollars, Joe, we promise to spend it wisely.

After reading about half of the 27 essays (I’m not reading all of them – some aren’t even using this planet’s languages), it appears that the business life of a museum and gallery knave is one of hand-wringing and foreboding. Recommendations span from Crank up the Revolution (Olafur Eliasson) to the Capitalists are Coming to Replace the State (Jeffrey Kastner). By all accounts, you’d swear the museum system in the western world is crippled. Most essayists in this issue see the function of the institutions as an intermediary: provide the stage for what artists are currently producing. If the primary role of the museum is one of negotiation between you and the artist (or artists if you’re “polyphonic” enabled), then apparently the museum isn’t doing its job. I think we could have told them that if they’d just ask.